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How to Make the Most Impact with Social Media Marketing –
and How to Get Started
Mathias Bergendahl Certified Association Executive
PanelistChristina Lane
Marketing & Communications Director
Over 47 million members in over 200 countries
Over 47 million members in over 200 countries
Over 47 million members in over 200 countries
Over 200 million members across the world
Over 47 million members in over 200 countries
Over 200 million members across the world
Over 47 million members in over 200 countries
Over 200 million members across the world
Every minute, ten hours of video is uploaded to YouTube.
Communicating with Your AudiencePast Versus Now
Speak To
Web 1.0
Engage With
Web 2.0
Next: Web 3.0
What Enabled the Change?
Social Media
Wikipedia on Social Media:Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives.
Social media can take many different forms, including text, images, audio, and video.
Available Social Media Platforms
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Blogs
Communication • Multimedia • Testimonials
Three Blog Solutions
Simplicity Price Features
Wordpress.com Very Easy Free Limited
Wordpress.org Intermediate Moderate Unlimited
Website Integrated Blog Depends on Vendor
Moderate to High
Limited
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Social Networking
Communication • Multimedia • Testimonials
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Micro-Blogging
Communication • Multimedia • Testimonials
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Communication • Multimedia • Testimonials
Photo Sharing
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Communication • Multimedia • Testimonials
Sample Story Ideas
Preview of upcoming exhibitInterview with a CuratorCommunity Connection
Description of Education ProgramsArtifact/Artwork of the WeekThis Month in Florida History
Video Sharing
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Live Casting
Communication • Multimedia • Testimonials
Social Media
Communication
BlogsSocial
NetworkingMicro-Blogging
Multimedia
Photo Sharing Video Sharing Livecasting
Testimonials
Consumer Reviews
Consumer Reviews
Communication • Multimedia • Testimonials
Ratethismuseum.com
Selection of Platforms
Don’t Spread Yourself Thin
Pick Platforms Based On
Cost
Awareness
Target Audience
Difficulty Level
Brand Integrity
Reach
Top Ten Reasons to Engage in Social Media
1. Audience Development & Loyalty
2. Word of Mouth
3. Free or Inexpensive
4. Event Marketing
5. Feedback & Opinions
6. Be the News Source
7. Effective Communication to Buy Mind Space
8. Professional Connections
9. Interact & Monitor
10. Spreading the Word through non-media sources
Social Media: Essential Component of Marketing Mix
A changing media environment: Fewer television news crews and available newspaper reporters
Before: Reliance on traditional news outlets
Now: Publicity through social networks
Before: Lack of outlet for multimedia
Now: Video and photo sharing through YouTube and Facebook
Marketing
Sales Promotion Advertising Public Relations
Action PlanDefine purpose of each social media platform
Syndication Link
Blog
Integrated Approach to Social Media:
Treat every platform as your first handshake with a potential visitor or donor
Website
Social Media =
Virtual Cocktail Party
Choose Your Content CarefullyAvoid content through which consumers and other professionals may obtain a negative perception of you.
Opinions – Politics – Religion – Online Groups and Associations – Humor – Pictures
Guilty by Association
Your Online Content May Last Forever
How to Damage Your Reputation in Eight Easy Steps
1. Branding Yourself as a Fan of Playboy Magazine2. Enough with the FaceBook Quizzes3. Online Photo Album 101: No, I don’t want to see your Speedos4. Use Platforms for Both Business and Pleasure5. Cyber-TMI: Finding a Balance of What You Share6. Tell Them Like It Is!7. Want to Be My friend?8. Nobuddy Cares About My Speling
Social Media Time Managementfor Museum Staff
1. To Be or Not to Be On Social Networks2. Avoid Mixing Business and Pleasure3. Set Goals, and Enter to Execute4. Define the Purpose of Your Networks5. Limit Your Time
Social Media Time Managementfor Museum Staff
6. Manage Your Tweets and Updates7. Be a Resource, Not a Chatterbox8. Publish Once, Appear Everywhere9. Allow Readers to Subscribe to New Blog Posts10. How to Avoid Time-Consuming Research for Story Ideas
Social Media Policy
1. Define the purpose of social media2. You’re responsible for what you write3. Be yourself4. Make content suitable for your audience5. Use good judgment when you participate in social media
Social Media Policy
6. Become part of the social media community7. Don’t violate copyright laws8. Define what you can share and what’s confidential9. Make sure your content is valuable10. Don’t waste time – be productive
Executive
Development
Marketing Curatorial
Publisher
Monitoring the Rumor Mill
Monitoring the Rumor Mill
Google AlertTwitter
Monitoring the Rumor Mill
PanelistChristina Lane
Marketing & Communications Director
Questions for Christina:
How long have you and your museum been engaged in social media?
What did you hope to accomplish by using social media when you initially began?
Which social media platforms is your museum currently using and how are you currently using them?
Can you describe what you’ve done to integrate your website with your social media platforms?
Questions for Christina:
Who’s in charge of your social media efforts and who’s monitoring the conversations at your platforms?
What tactics have you employed to grow the number of fans at your Facebook fan page?
What have you done to maximize your online exposure while minimizing the time you’re spending adding content to the platforms you’re using?
Do you have a success story to share?
Q & A
Please go to www.linkedin.com/in/mbergendahl to view
today’s presentationor
search for mathias bergendahl at slideshare.net
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